Nissan Canada is wrapping up its “Back in the Game” program by sending two high school football teams and members of the media to the 102nd Grey Cup in Vancouver.
The Back in the Game program, which was launched by Nissan and CFL in July, gave 21 struggling high school football programs funding and equipment. Select teams were featured in webisodes at BackInTheGame.ca,telling the story of the teams’ trials and triumphs over the course of the 2014 football season. A 30-minute documentary will be broadcast on TSN on Nov. 29.
Two teams — one from Hamilton and one from Edmonton — were chosen to take part in the Grey Cup weekend, Nov. 28 – Dec. 1. The experience will include a CFL charter flight to Vancouver and behind-the-scenes Grey Cup access, such as watching a closed practice and meeting players. Students will also attend a skills clinic at B.C. Place and attend the Grey Cup.
Nissan is also bringing six journalists from publications such as Huffington Post and Autonet.ca. Automotive journalists from Vancouver will also join Nissan for the weekend activities.
“The response [to Back in the Game] has been so positive, so it made sense to tell the story a bit more and share it in more avenues,” said Steve Rhind, director of marketing at Nissan Canada.
“We want to let people know what we’re doing and why we’re doing it, and hope that they have a more positive impression of the brand overall.”
Rhind said it was a “complete surprise” for the two teams chosen to attend the Grey Cup weekend. A video was shot of the teams hearing the special announcement, which Nissan has shared on You Tube.
